Jennifer Irwin

Background

About Jennifer Irwin

Strategic marketer with broad experience leading growth and product marketing programs to drive brand awareness and generate pipeline within the SaaS, MedTech, and Cybersecurity industries. Key Wins: • Product Launches – launched first-ever self-serve product in compliance space converting 40% of visitors to signups in the first month, and activating 50% of signups to engaged users within the first six months in FY22-FY23. • Conversion Rates – consistently decreased conversion rate from Marketing Qualified Lead (MQL) to Sales Accepted Lead (SAL) from 25%-40% on average through implementation of highly targeted, full-funnel product email nurtures throughout FY21-FY23. • Brand Strategy – defined brand strategy for freemium products in FY22-FY23 using consumer insights to inform competitive positioning and messaging, leading training for sales to communicate product value propositions and win competitive deals. • Marketing Operations – architected single/multi-touch attribution models in FY21-FY23 to clearly track leads from acquisition to conversion to better allocate budget across channels with strong ROI. Product Marketing & Branding Specialties: • Product messaging & positioning • Product launch planning & execution • Content creation & distribution • Customer & market research • Rebranding Demand Generation Specialties: • Campaign planning & execution • Inbound marketing • Conversion rate optimization • Account-Based Marketing Additional Areas of Expertise: • Event planning & execution • Analyst Relations • Organic & Paid Search • Customer Loyalty Programs Technical Competencies: Salesforce, Pardot, Hubspot, SalesLoft, Metabase, Tableau, Adobe Creative Cloud, Google Suite, Microsoft Office, LinkedIn ads, Google Ads, Facebook Ads, Unbounce, GoToWebinar, Drift, and Intercom. Industries: Healthcare Tech, SaaS, Cybersecurity, and Medical Device Manufacturing